As of March 13, 2014, and just a few weeks left until the end of open enrollment, more than 4.2 million Americans have enrolled in private health insurance in the Health Insurance Marketplace.

Healthcare consumers are in the driver’s seat in today’s healthcare marketplace. Hospitals and physicians are suddenly being asked and required to be transparent with results: reporting on quality metrics, prices and in some cases, the ease and convenience of care delivery. Even though many Americans with and without health coverage still do not understand the complexities of the Affordable Care Act/health insurance exchange and their new benefits or provisions, the market has indeed shifted dramatically in favor of the consumer.

Consumers now have a choice and are much more informed and educated about healthcare providers today with respect to just a few years ago. Prevention options within communities, employer-based healthcare strategies and increased transparency are additional ways hospitals can become more appealing to and trusted by consumers, resulting in long lasting community-based relationships. At the end of the day, consumers are making the decisions on where to receive care and hospital strategy needs to align with what consumers are looking for.